Presentation of 24symbols at Boekblad aan Zee, on June 2012. Great fun

1. Zie boeken niet langer als “product”
maar als “díenst”
The “Book as a Service” approach
Justo Hidalgo, Chief Product Officer
@justohidalgo

2. ■ Co-founder, 24symbols
■ Past: B2B stuff (data integration, metadata,
web search and automation, …)
• VP Sales Engineering, Product Management
• VP Technology
■ Mentor at Startup Bootcamp, Tetuan Valley
■ Ph.D., M.Sc. in Computer Science
• Training in Product Strategy/Mgmt,
Innovation&Creativity at Stanford, UC Berkeley
■ Blog: www.loscuentosdelabuelo.com
■ justohidalgo AT gmail DOT com

12. $ $

15. To Read or Not To Read: A Question of National Consequence.
National Endowment for the Arts, 2007
BUT

28. Multidevice synchronization
HTML5 Web iPad app

29. Real-
Time
Learning
and
Control

30. Mutable artifact
Credits: Craig Mod, June 2011

32. Breaking
the wall
between
the book
and the
readers…

33. … among the readers themselves…

34. … and with the authors?

36. This is what many of you would like
to have (picture of Apple Store in NYC)

37. But that’s a huge challenge for
MOST publishers… and for readers
Big Publisher
I just wanted
to read a
book…
Great Publisher
Cool Publisher

38. “Book as a Service” provides a real
HUB for readers, publishers and
authors

40. Are books “it”?

42. Recommendations
Recommendations
Engine based on
prior readings
Social
recommendations
(your friends!)

43. … not just for fun…
■ Edition, Author and
Publisher Pages
■ Sharable in
Facebook, Twitter,
Google+ (virality)
■ Organic positioning
in search engines

46. Content is not enough
FREE CONTENT PAID
CONTENT
many
1

47. But it is still key…

48. … and core of your business

49. Freemium
READERS FREE ACCESS WANT MORE?
TO CONTENT
c

50. Freemium =
Free: read ebooks, free and with non-
intrusive ads
Premium: ad-free, even without
Internet connection. Price by
subscription
Affiliation: we redirect traffic to your
site or wherever you sell your printed
books

51. Income model
24symbols income is based on advertising and
subscriptions.
70 % of this revenue is shared equally among the
total number of pages read.
70% Total Income Publisher's
Publisher’s = x
Income Pages Read
Total Pages Read

52. Free / Premium
Free
Users
Conversion
Rate
Delayed subscription
(test the service & engage)
Premium
Time

53. Fear of free?

54. Price/page
Price per page
Profit threshold
Growth Consolidation
time/conversion rate

55. Catalog

58. Bedankt en
Geniet van de rest van de
conferentie!
Justo Hidalgo
jhidalgo@24symbols.com
@justohidalgo
www.24symbols.com

59. Credits
All pictures belong to the presenter except:
• #7:
http://www.flickr.com/photos/strelban/4006093355/
• #8: from publishing websites
• #17:
http://www.flickr.com/photos/hilighters/6906337252/
• #18:
http://www.flickr.com/photos/basykes/116987219/
• #20:
http://www.flickr.com/photos/nestorlacle/6192964557
/
• #49:
http://www.flickr.com/photos/rberteig/3396524747/
All icons belong to the Noun Project
(thenounproject.com) and its authors